New store format in China

On 12 December Leroy Merlin China opened Decorating Company, a new small-format store, in a shopping centre in Kexing, five kilometres from Beijing, according to the Italian Internet portal Ten minutes - DIY & Garden (www.diyandgarden.com). With a retail area of roughly 250 m², the store specialises in consultancy and service and is the third store of this type to open in China this year. The store format primarily offers a complete design service for renovating/modernising apartments, along with a range of branded European goods.
The aim, according to the company, which is part of the French Groupe Adeo, is to be in close proximity to potential customers who want to undertake home renovation. The showroom is inspired by a real Chinese apartment and a number of interior designers are on hand in the store to give advice. Another five or six stores in this format are scheduled to open in the near future.